As a fintech PR agency, we deal with the media that fintech professionals love to read and follow. Over the years, we’ve learned a lot about what the UK’s top fintech publications are looking for and how best to work with them. Here’s everything you need to know about the UK’s fintech media and some of the leading fintech journalists.
The top fintech publications
@Finextra on Twitter
Finextra is an independent membership-based media outlet aimed at senior business professionals. It is one of the top fintech news sites with over 300,000 visitors every month. Banking and fintech professionals can become members for free to gain access to the site’s unique analysis and breaking news.
If you’re seeking coverage in Finextra, we recommend reaching out to eagle-eyed senior reporter Hannah Wallace. The site is known for its high-quality video content, and Hannah often leads the journalistic side of these. For example, FinextraTV Stories is an ongoing series on fintech, banking and payments technology. It is a great place to get a client in front of a global fintech audience – the majority of Finextra’s readership is from the US and UK.
Earning a spot in Finextra is notoriously difficult because competition is fierce. The head of content at the site is Madhvi Mavadiya, who also works as a fintech contributor for Forbes, so she’s a valuable contact if you can establish a relationship with her.
2. FinTech Futures
@FinTech_Futures on Twitter
Established in 2018, FinTech Futures bills itself as the definitive news source for the worldwide fintech industry. As one of the top fintech publications, it carries reporting, interviews and a range of features. Despite its global focus, it pays plenty of attention to the world of UK fintech.
Ruby Hinchliffe is one of the industry’s best fintech journalists, and she currently works as a reporter at FinTech Futures where she publishes upwards of five news articles a day. Her email inbox is constantly overloaded, so it’s worth trying to engage with Ruby via LinkedIn. Ruby focuses on the backstories of companies and CEOs, and she prefers to speak with female or BAME spokespeople wherever possible.
@Siftedeu on Twitter
Europe-focused Sifted centres on financial and startup news. The publication spun off from the FT in early 2019, and many of its staff are veterans from the esteemed paper. This heritage has launched Sifted to a position as one of the top fintech publications.
Isabel Woodford is a dedicated reporter at Sifted who covers all things fintech. In addition to fintech, Isabel has been known to write about crypto, emerging markets and fempower. Interestingly, her brother is the founder of Zero Hash, leaders in the digital asset trading industry. Isabel’s DMs are open on Twitter, and that’s a great way to get in contact if you have something she might be interested in. Another tip from us for approaching publications like Sifted is to act as a tipster for industry news in addition to sending your own PR pitches.
4. The Fintech Times
@thefintechtimes on Twitter
The Fintech Times claims to be the world’s first financial technology publication, and it boasts an impressive following. The site receives over 65,000 unique visitors every month, and the circulation of the print version is over 150,000 copies annually. As one of the top fintech publications, The Fintech Times covers both news and editorial, as well as fintech blogs and other features.
If you’re hoping to earn a spot in The Fintech Times, it’s worth speaking to Polly Harrison, a hard-working reporter with the paper. Polly also works freelance, and has written for The i, Huffpost and Fabulous Mag, among others. She prefers email pitches – but don’t send her press releases – and she is always open to setting up a call to meet new and interesting people. We’ve found Polly to be extremely friendly and forthcoming, so don’t hesitate to reach out if you think you have an exciting story.
@UKTNofficial on Twitter
Starting life as Tech City News, an outlet covering developments in London’s tech scene, the publication has since grown to cover breaking industry news all over the UK. After rebranding as UKTN – which stands for United Kingdom Tech News – the publication has established itself with news, thought leadership and predictions and now stands among the country’s top fintech publications.
UKTN also has an impressive social media presence, with many leading journalists following to stay on top of the latest in fintech and related fields. One notable follower is Insider editor Shona Ghosh, who we’ve spoken with as part of our Journo Intel series.
We recommend reaching out to Akansha Srivastava, UKTN’s knowledgeable editor in chief. Akansha began her career at the Indian Business Times before climbing the ladder at India’s Gizbot to become managing editor. She has plenty of experience with PR people, so a straightforward approach is likely to work best.
6. Business Insider
@BusinessInsider on Twitter
Business Insider – which is now a subsection of the larger publication Insider following a rebrand – may not be a dedicated financial site, but it has coverage that rivals other fintech news sites. The site boasts a significant readership and impressive social following, so it’s a great target for fintechs hoping to reach a large audience.
We have experience working with Callum Burroughs, an insightful reporter at Business Insider working under Shona Ghosh. Callum covers fintech, startups, and VC, and he’s responsive on email if you aren’t too long-winded. He is also happy to meet with clients in person or over the phone.
In addition to earning attention from some of the top fintech publications, many financial businesses also seek the attention of the national media. While they are less fintech focussed than the industry press, the national media confer prestige and reach a far larger audience. Here are some of the national publications that have put out thoughtful, insightful writing on fintechs in the past.
1. The Economist
@TheEconomist on Twitter
With its focus on the financial world, technology and politics, it’s no surprise that The Economist team can handle a fintech story. If you have story with international relevance, reach out to finance correspondent Matthieu Favas. He covers global banking, private markets, soft commodities and insurance, as well as writing about major developments in fintech. Matthieu likes to blend financial stories with geopolitics and – in rare cases where his interests intersect – with his love of wine (he used to be a wine merchant in a previous career).
2. The FT
@FT on Twitter
The FT’s focus on the financial world and its intersection with technology also make it an influential player in fintech media. Consider pitching stories to Tim Bradshaw, the paper’s global tech correspondent. Tim has been the leading journalist covering the rise of Stripe, the world’s most valuable fintech, so other fintech stories would need to be significant to earn his attention. He’s also deluged with pitches, so even the best stories may need a little luck to catch his eye. Tim has a respectable social presence with almost 100,000 followers on Twitter – and he managed to get in early and snag the username “@Tim.”
3. City A.M.
@CityAM on Twitter
London-based City A.M. covers investments and financial news, and the team considers fintech news within their remit. Your best bet for coverage is reporter Angharad Carrick, who is open to pitches by email or Twitter DM. If you’re considering pitching, bear in mind that the City A.M. team meets every morning for an editorial meeting at 10:30am with the news list by 4:30pm and the stories filed by 8:00pm.
Ultimately, communicating effectively with journalists is a skill you can learn like any other. While getting started in the media relations business may feel intimidating, we promise that you’ll soon learn that journalists are just people – albeit extremely busy ones. By putting in the time to understand their beat and reaching out to them respectfully, you can build lasting relationships. Getting on good terms with fintech journalists is the first step to accessing their powerful media coverage, followed linking and profile-raising abilities. In other words, dealing with journalists is a worthwhile investment.
If you’d like some help with your fintech PR strategy, we’re happy to get involved. We have had our share of success working with the UK’s top fintech publications and nationals, and we’re always eager to share what we’ve learned. Contact us for an informal chat about your needs and we’ll determine whether we can help you or point you in the direction of someone who can.
Written by: Ben Beckles, Media Relations Consultant
You will probably find these resources useful
- THIS is how you reach small businesses
- How much does PR cost?
- How to brief a PR agency to get amazing results